Colin Shaw

How Emotions are Evoked in a Customer Experience

How do we redesign our Customers Experience to ensure we are evoking positive emotions? This is a question we are being increasingly asked as people realize emotions form a large part of a Customers Experience. To understand and answer this, we need to look...

How Laying People Off Could Have a Silver Lining

Laying people off (making people redundant) is never an easy task. However, when you are faced with this task, how can you make this cloud have a silver lining and improve your Customer Experience? To answer this question let me draw a parallel with...

How Leaders Construct Cages That Do Not Exist

Recently I spent some time with a VP and his senior managers of a very large multinational company. I was amazed by the way he had built a series of constraints around himself that didn't actually exist. The meeting started in the usual way, he...

CMO’s say one thing and do another…

As you read the predictions of the most important areas an organisation seems to focus on in 2009 a common theme is Customer retention. No surprise really in a down turn. What does astonish me is the lack of connection that is made...

How to Get Everyone Working to the Same Customer Experience Goal

I am sure that you find a big challenge in the subject of Customers Experience is getting all parts of an organization to work together. A lack of coordination between departments is normally a one of the many causes of a poor experience and...

Tighten Your Customer Experience Belt in a Credit Crunch Only if You Want to...

I always remember watching a film of a racing driver in the late '50s. He had just won a race where there was a fatal accident. He was asked, "After seeing the accident, did you slow down?" His reply has always stayed with me....

If Customers Say They’re Happy, Why Are They Leaving?

One of our clients, a utility, had spent millions of dollars on implementing a new bill payment system over the web, as traditional customer satisfaction surveys had shown that customers said an online bill-payment system was important to them. But when we delved further, we...

To Build an Emotion-Packed High-Performance Brand, You Have to Go All the Way

Picture a Starbucks store. What comes into your mind? What feelings do you have about Starbucks? Now picture the Virgin logo. What are your thoughts? At Beyond Philosophy, we view a high-performing brand as one that is widely recognized by its target audience and which...

Engage Your Customers Emotionally to Create Advocates

I placed my items on the belt at the supermarket. The clerk scanned and bagged them. The amount was displayed on the screen. I handed over my credit card and smiled. I, then, realized that no one had said anything! The clerk swiped my card....

You Can Make a Business Case for Customer Experience

Working with business leaders who liked what they heard about the customer experience but still failed to embrace it, thought leader Colin Shaw recognized the need to give CxOs the rationale they needed to turn their businesses around. The result is his book, The...

Aim for “Natural” Customer-Centricity–So Ingrained You Don’t Have to Think About It

In our research, I have found that the great customer-centric organizations are either comparatively new organizations that have started with a blank sheet of paper or ones with a leader who fundamentally believes the customer should be at the heart of everything the business...

Where Does Your Customer Experience Begin and End?

Where does your customer experience begin and end? What is the emotional state of your customers as they begin an experience with you? It is fundamentally important to know this if you are to market to and design an emotionally engaging customer experience. A few...

First, Define What a Valuable Experience Is for Your Customers

About nine years ago, when I was senior vice president of Customer Experience at one of the largest global telecommunications companies in the world, I was called into the CEO's office. He had a new task for me. Little did I know that task...

Don’t Ignore Your Customers’ Emotions

Do you think customer emotional reaction to your service plays an important role in whether the customer will buy from you or use you again? We think so. Our consulting firm, Beyond Philosophy, bases its work on that belief. Whether it's why you buy...

“Inside Out” Corporate Behavior: Airlines Take Passengers for a Ride Before the Flight

"Did you have a good flight?" This is the usual question that everyone is asked when they come back from a long-distance vacation. For an industry that has so much potential for making people happy, why is it that airlines are constantly surprising us...

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